the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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Leslie Harro, owner and EP of Havoc Content, identifies how a system which relies on good faith is being undermined, leading to clients missing out on the true value which comes from working alongside a woman-run company.
When did ‘authentic’ become an art direction?
Simon Richings, ECD of We Are Social, explores the rise of pseudo-authenticity and how brands attempting to simulate ‘realness’ can end up with phony baloney that consumers see right through.
Why modern comedy ads are no joke
Is comedy curtailed by a committee? Do we need flexibility in order to allow jokes to evolve? How has humour changed in the last few decades in advertising? Merman director and comedic commercial legend Guy Manwaring discusses the role of gags in an industry nervous to act on impulse.
In marketing, as in comedy, originality is the key to success
Rik Moore, Managing Partner for Strategy at The Kite Factory, on why having a distinctive voice is vital, whether you're selling a punchline or a product.
Cultural diversity in design
Barella Roberson, Senior Brand Consultant at 1HQ USA, says that brands that manage to put all the pieces together to create authentic, effective and innovative products will win the hearts, minds and money of consumers.
How comedy has shaped my creativity
Jonathan Grant, Senior Creative at The Brooklyn Brothers London, has been involved in comedy for 18 years. Here he explains the lessons comedy has taught him and how he's applied them to advertising.
The power of comedy to connect
VaynerMedia London creative team Yama Noorzad and Matt Luke on why they set their colleagues a creative, comedic challenge, and how comedy can be a magical element.
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Howtobringoutthefunnyinanycelebrity
The psychology of comedy
In a readers' poll of the best ad of all time run by Campaign in 2008, every entry in the top ten was a comic commercial, with John West's 2000 classic, Bear, being the winner. Here, G Neil Martin, Honorary Professor of Psychology at Regent's University of London, and author of the book The Psychology of Comedy, delves into the mechanics of humour and explores the role of mirth in marketing.
The gatekeepers of comedy are no longer in charge...
... and, says Jesse Dillow, Executive Creative Director & Partner at Camp+King, that’s a good thing for advertising. He explains why the future of comedy will be decentralised, community driven and more inclusive.
+ membership
Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
Learn More